Crusading for the big cat

A media drive to conserve the Asian felines in their habitat is under way

With Asia's big cats increasingly under threat in the wild, a new public service advertisement campaign reminds people that these felines are "Wanted Alive” in their natural habitat!

A campaign by TRAFFIC (the wildlife trade monitoring network is a joint programme of WWF and International Union for the Conservation of Nature (IUCN), it features the four Asian big cats — the Tiger, Leopard, Snow Leopard and Clouded Leopard — all of them threatened by illegal trade in their body parts. Strong messaging carried by the campaign asks readers to do their part to ensure the four species continue to live in the wild.

Illegal wildlife trade threatens the survival of Asian big cats in the wild. Besides existing markets, new emerging ones, such as those in Myanmar, are worsening the situation. The threat was highlighted at the Global Tiger Recovery Programme Stocktaking meeting in Delhi this month attended by senior government officials from all 13 tiger range countries. TRAFFIC India's associate director and interim head Mr. M.K.S. Pasha said, “Wanted Alive is TRAFFIC India's message to the public towards conservation of Asian big cats. Inherent respect for our wildernesses will go a long way in helping secure our natural treasures.”

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On the occasion of World Wildlife Day, U.N. General Secretary Ban ki-moon released a statement urging all consumers, suppliers and governments to treat crimes against wildlife as a threat to sustainable future. (Photos: AP, Reuters, The Hindu)